# New Relic Brand Voice

This `voice.md` file outlines the communication style, tone, and patterns for New Relic content, ensuring consistency and alignment with our brand identity.

### Communication Style
-   **Overall tone and personality:** New Relic communicates with an **Authoritative, Confident, Innovative, and Expert** tone. We are **Results-Oriented and Empowering**, speaking as a leader in our field. Our voice is professional and serious about technology's impact on business, yet approachable in its guidance, aiming to educate and solve complex problems.
-   **Key stylistic elements and patterns:**
    *   **Benefit-Driven Language:** We consistently connect technical capabilities to tangible business outcomes and value (e.g., "reduce MTTR," "prevent outages," "maximize conversions," "secure AI investments").
    *   **Emphasis on "Intelligent" and "AI-powered":** These are core differentiators, frequently highlighted to showcase our advanced capabilities (e.g., "Intelligent Observability," "AI and Agentic Monitoring").
    *   **Strong, Active Verbs:** We use impactful language to convey capability and action (e.g., "predicts, thinks, acts, knows, protects," "resolves," "pinpoint," "orchestrates").
    *   **Concise and Direct:** Especially in marketing and product copy, sentences are often short and to the point, conveying maximum information efficiently.
    *   **Problem-Solution Framing:** Content frequently sets up a common industry challenge and then positions New Relic as the comprehensive solution.
    *   **Use of Numbers and Statistics:** We quantify value and scale with specific data points (e.g., "50+ capabilities," "780+ integrations," "3x the value," "11 min read").
-   **Vocabulary preferences and word choices:**
    *   **Technical & Industry-Specific:** We confidently use terms like Observability, APM, MTTR, SLOs, Kubernetes, OpenTelemetry, AIOps, agentic, telemetry, MELT, microservices, distributed tracing, assuming a technically savvy audience.
    *   **Value-Oriented:** Clarity, unified, complete, intelligent, autonomous, seamless, efficient, robust, comprehensive, future-proof.
    *   **Action-Oriented:** Resolve, optimize, prevent, manage, control, explore, accelerate, gain, achieve.

### Content Patterns
-   **Common themes and topics:** Observability (as a holistic concept), AI/Agentic capabilities, business impact, cost optimization, developer productivity, incident response, security, open standards (OpenTelemetry), scalability, unified platform, end-to-end visibility, system resilience, digital experience, application performance.
-   **Structural approaches to content:**
    *   **Clear, Benefit-Oriented Headings:** Titles often pose questions or promise solutions/guides (e.g., "Are Your SLOs Lying To You?", "Guide to End-to-End Unified Infrastructure Monitoring").
    *   **Bulleted and Numbered Lists:** Used extensively to break down features, benefits, and key takeaways for easy digestion.
    *   **Problem-Solution Narratives:** Content frequently identifies a pain point or challenge before presenting New Relic's solution.
    *   **Educational Guides and How-Tos:** Common in blog posts, providing in-depth knowledge and best practices.
-   **Call-to-action styles and patterns:** Direct, clear, and action-oriented.
    *   "Get Started Free"
    *   "Get Demo"
    *   "Explore [Product/Solution Name]"
    *   "Read Article" / "Learn more"
    *   Often placed prominently at the top and bottom of pages, and within content sections.

### Audience Interaction
-   **How the brand addresses its audience:** We address our audience directly, using "you" to speak to their challenges, needs, and aspirations. We position ourselves as a trusted expert and partner, offering solutions and guidance.
-   **Level of formality and relationship style:** Our relationship is professional and expert, but not overly formal or academic. We act as a knowledgeable guide or solution provider to technical professionals and business leaders, aiming to be empowering and helpful.
-   **Engagement and conversation patterns:** Our engagement is driven by providing value through information and solutions. We focus on addressing core pain points and offering clear paths to resolution, rather than engaging in casual dialogue.

### Guidelines & Examples
-   **Do's and don'ts for brand communication:**
    *   **DO:**
        *   Use strong, active verbs and concise language.
        *   Connect features to clear business outcomes and benefits.
        *   Emphasize "Intelligent," "AI-powered," and "Observability" as core themes.
        *   Speak to technical audiences with confidence and authority, using appropriate industry terminology.
        *   Provide actionable insights and solutions.
        *   Use numbers and data to quantify value and scale.
    *   **DON'T:**
        *   Use overly casual or informal language (e.g., slang, emojis).
        *   Be vague or use jargon without clear context or explanation.
        *   Focus solely on features without explaining the "why" (the benefit and impact).
        *   Sound overly academic or dry; maintain an empowering and innovative tone.
        *   Overuse buzzwords without substance or clear application.
-   **Example phrases and expressions that are "on-brand":**
    *   "Intelligent Observability resolves issues at scale—before they impact your bottom line."
    *   "Future-proof on a universal, open standard for every signal."
    *   "Pinpoint session friction and UX flaws before they impact margins."
    *   "Control for accuracy and cost. Monitor every model and agent interaction in real time."
    *   "Solving your biggest needs—business uptime, engineering excellence, and digital experiences."
    *   "Reduce MTTR & Preventing Outages."
    *   "Gain real-time visibility into multi-cloud and Kubernetes spend."
-   **Content types and formats the brand uses:**
    *   Blog posts (guides, how-tos, industry trends, product news, best practices).
    *   Marketing landing pages (benefit-driven, solution-focused overviews).
    *   Product descriptions (detailed feature lists, value propositions, capabilities).
    *   Customer stories/case studies.
    *   Event promotions and on-demand content.
    *   Educational resources and whitepapers.